The change announcement: Implications for communicating change using organizational culture

Shifting the focus in Change Management as a Field from the best way to send messages to the experience and understanding of the receivers offers a new direction that goes beyond a Management-centric perspective on Change Management Communication. To do this, we examine 61 interviews with employees experiencing change about a key communication aspect in Change Management, the Change announcement. These interviews were gathered by professional students as part of the Change Management Course in the MBA program. We use patterns of change communication discussed in the interviews to offer a basis for a broader perspective on experiencing change, which includes interaction between the Change Managers and employees in the organization.